Cebu Pacific

Cebu Pacific is the largest carrier in the Philippines, with more flights and routes than any other airline in the country. At Make, we provided a UX solution, that helps transition their customers that still manually purchase flights at ticketing offices, for them to maximize the full power of their e-commerce operation.

↧

The Problem

Cebu Pacific is primarily a digital brand, with most of its flight booking and transactions done via their e-commerce platform. Yet a significant number of users still go directly to physical ticketing offices, preferring to talk to customer service representatives.

Our Solution

Digitalisation. Convert these users, by introducing an easy, low-cost and low-friction solution, for them to learn the step-by-step process of online ticket purchase, and make the transition pain-free.

We created a self-service tablet kiosk, that directly answered key user insight, gathered from qualitative research.

Value-added Service

We created a much-needed UI Design System, with components, typography, hierarchy, colors, and scaling built for digital — that wasn’t present before the project. This was based on their brand guidelines, creating a cohesive and unified look and experience for their users. This would also serve as the base UI framework for their main web property.

More than UI

Aside from being UI Designers, we also served as Product Managers for this project. This role involves weighing business goals, past interface designs, user research and data, and best-practice user interface patterns, to create well-informed decisions for the whole Kiosk product experience.

Continuous Process

This is an ongoing project, and user testing is currently happening in various test locations.

Early user feedback has been very positive. What started as a self-service kiosk only for remote ticket offices, has lead to a recent decision to install the Kiosk in major airports in the future.